SXSW 2025: Top 5 activations

While it was not a standout year for brand activations at SXSW, a select few pulled out the stops and captured the crowds. Dubai’s Museum of the Future consistently drew lines to its popup blending Middle Eastern art, culture, thought leadership and hospitality. But fewer big spenders made room for smaller or local brands to shine. Here’s our round-up of activations worthy of a shout-out this year.

1. FX Alien: Earth

Recent years have seen some standout activations from TV streaming platforms, like Amazon Prime’s recreation of the post-apocalyptic town of Filly from its Fallout series. In a similar vein, FX created a short but sweet interactive experience for the upcoming launch of Alien: Earth. After being scanned “for parasites” visitors were handed some official credentials and co-opted into a mission investigating the crash of a mysterious craft, and some unsavoury-looking specimens in glass tubes. A few highly committed actors corralled the novices through the story to a tunnel where the whole expedition culminated with some drama and a jump scare.

Images: FX Alien: Earth popup at SXSW 2025

2. Paramount +: The Lodge

Paramount + The Lodge returned to Rainey Street offering a slew of themed experiences over three floors of the Clive Bar bent on drawing people into the worlds of its latest TV and movie content. Fueled by free cocktails, guests enjoyed dressing up for Instagrammable moments, channeling their inner Roman emperor (Gladiator II) or posing as potential victims of serial killer Dexter before taking their ease in the 1923-themed rooftop bar. Prime, which last year hosted an immersive and interactive experience to launch the Fallout series, also followed the Paramount+ model this year, with a collection of mini-experiences that showcased the streamer’s women-led projects in film and television.

3. IBM AI Sports Club

IBM’s AI Sports Club at the Hilton Austin showcased the WatsonX platform’s capabilities in a relatable way. Attendees who tried their hand at a game of ping pong or foosball were treated to a full AI-powered post-game analysis of their game in the form of a scouting report. The analysis detailed key attributes of a player’s game, detailing their strengths and weaknesses, and could then recommend well-matched opponents. The technology is similar to Scout Advisor, a tool used by Sevilla FC for scouting soccer talent that was created in partnership with IBM using the WatsonX AI platform.

4. Whataburger Museum of Art

Texas-based burger chain Whataburger created a fun popup art museum featuring original digital fan artworks inspired by the chain’s menu. The museum was originally planned before the pandemic, but instead flourished as an online fan gallery during lockdowns as artists tagged their creations in the hope of being featured by the brand. The concept has finally became a physical experience in downtown Austin making over the Wanderlust wine bar on Sixth Street in the brand’s orange and white stripes. The space featured paintings, sculptures, screen prints and even nail art inspired by burgers and fries, and of course, followed by a post-show burger from the food truck.

Wat 24012 desireehorner artwork 1080x1080

Wat 24012 chrisclark artwork 1080x1080 1

Whataburger Museum of Art at SXSW 2025

Lush: Bloom a New Day

Snapinst app 482853948 18299729650235334 2260050387410539169 n 1080 — 5. Lush: Bloom a new day at SXSW 2025

A collaboration between beauty brand Lush and non-profit Change the Ref offered a marked contrast to the playful tone of most activations. Bloom a New Day called attention to the issue of gun violence, inviting visitors to walk through a disturbing school setting: a locker room strewn with books about activism; discarded backpacks seemingly marked with bullet holes; a classroom blackboard featuring survival tips; beneath a desk, a statue of a terrified child. The aim is to highlight the urgent need to address the issue of school shootings and prompt a review of gun laws in the country.

Special mentions to...

L’Oréal Professional’s stylists who battled high winds at an outdoor exhibit to fulfil free styling appointments showcasing the launch of the new AirLight Pro hairdryer.
Horror studio Blumhouse who showed what can be done on a small budget with their ScreamBox booth outside the ACC. Visitors – including one Kevin Bacon – competed to see who could register the loudest scream.
Skincare brand Aveeno created an “oat oasis” offering respite for weary festival goers in the form of oat-based snacks and coffee, hand massages, palm readings and of course skincare.

Main image: FX Alien: Earth popup at SXSW 2025